Author: Kurt Schauer
The success of a text stands and falls with its headline. Every writer needs the most perfect headline possible, whether it is the editor in search of more readers or the copywriter who wants to interest potential customers in his advertisements. The headline is also of paramount importance for search engines. For many people who face the task of typing the right words on their keyboard, the search for an appealing, concise and yet appropriate headline seems like squaring the circle. Yet it is not nearly as difficult as the following tips and pointers show.
Every heading must be error-free
The basis for every good headline is that it must be free of errors. On the one hand, this concerns the content. Nothing do readers and search engines hate more than when the text does not contain what the headline announced. This also applies to manipulations. As an example: If this text were titled „Better ranking on Google and Co.“ but only dealt with headlines, you would also feel cheated.
The second point regarding freedom from errors actually goes without saying:
Of course, no spelling or grammar mistakes may appear in the headline, because here they really stand out immediately. Particular attention should therefore be paid to classic sources of error, such as when to actually capitalize after a colon.
Readers love numbers
One of the simplest tricks for an appealing headline is the use of numbers. Readers simply love them. Headlines like „The ten biggest secrets of Wall Street“ sound better than identical headlines without the number. Those who only skim a text immediately notice the number and can better grasp the content of the headline. This way, readers are gained who otherwise could not have been reached.
Playing with Emotions: Fears & Reliefs Work Particularly Well
In general, headlines that appeal to readers‘ emotions work well. Experience shows that fears work very effectively. As drastic examples: „Are you losing customers? 7 major mistakes by agencies“ or „Is the police overwhelmed?“ – the question format provides content security. The problem with such headlines is that they can provoke resistance in some readers, who understand that the emotional appeal is merely a tactic to gain readers or generate clicks.
Therefore, reliefs are also a good option. Phrases like „It can be so simple“ suggest an understanding that something is difficult for the reader and offer a solution. Anyone who has a problem that is difficult to overcome will always read proposed solutions.
Secrets to Success and Concrete Instructions Attract Attention
Closely related to the proposed solutions are the following two tips: Announcing the disclosure of success secrets and promising concrete instructions reliably attract attention. For example: „The Secrets of Stock Market Professionals: Step-by-Step to Success in the Stock Markets“ – sounds attractive and gripping. It is important here to address the needs of the readership. For this, they must be understood. The example headline only works if the recipient is interested in the events in the financial markets. If you write in a magazine for young adults, you cannot expect high click-through rates with such a headline.
Anything but boring: Trigger words help
The absolute cardinal sin for any headline is boredom. Every headline must create a reading impulse. This is done through so-called „trigger words“ such as „guaranteed,“ „easy,“ or „dangerous.“ For example: The headline „Negotiations concluded prematurely“ may be factually correct, but it is not particularly exciting. In contrast, „Negotiations surprisingly concluded“ seems appropriate because an impulse is set. The headline plays with the appeal of the unexpected.
Tips for Search Engines: Precise and Not Too Long
Anyone publishing online and needing to consider search engines should keep two tips in mind. Firstly, the headline must be precise. A relevant keyword should be included. Secondly, the headline should not be too long. Five to ten words are considered an excellent length. If you wish to write more, you should use a subtitle.
Do you have questions?
Kurt Schauer
Managing Director
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